Innovation Driving Service Excellence
Why – need of innovation
CHANGE. . .The only thing in this world that is CONSTANT!
The aim of starting the paper with this quote is to make understand the importance of innovation. Innovation brings change. Innovation means “to do something new or in a different way”. Service excellence means “to exceed the expectations of customer, to give him/her better quality of service”.
In service industry, where organizations directly interact with customers, innovation becomes very important. If organizations provide same kind of service over a long period of time, then either customers will move on to a different service provider to get change or they will start availing services less.
This is true in every service industry whether it is as vital as medical service or as optional as call center service.
Innovation is not only important from the point of view of customers but also from the point service provider’s view also. Continuous innovation is evolutionary process. As soon as innovation stops, service also becomes out of date.
Fig 1 - Innovation Continuous process
From Customer’s perspective
In this era, when customers are empowered and are the central focus for marketing activities, every marketing strategy is designed and implemented keeping in mind customers. Happy and satisfied customer is the mantra for success of any product. Also, customers needs changes constantly, so service providers have to change accordingly otherwise they will be out of market.
Innovation is necessary from customer’s point of view because -
• Same kind of service becomes monotonous -
Human gets bored with monotonocity. To avoid monotonocity service providers has to change their offerings continuously. Take the example of theme parks, if they will provide same kind of environment every time, then customers will not go there again and again but if they continuously improve their service, implement new ideas etc. then customers will go there again and again because
CHANGE. . .The only thing in this world that is CONSTANT!
The aim of starting the paper with this quote is to make understand the importance of innovation. Innovation brings change. Innovation means “to do something new or in a different way”. Service excellence means “to exceed the expectations of customer, to give him/her better quality of service”.
In service industry, where organizations directly interact with customers, innovation becomes very important. If organizations provide same kind of service over a long period of time, then either customers will move on to a different service provider to get change or they will start availing services less.
This is true in every service industry whether it is as vital as medical service or as optional as call center service.
Innovation is not only important from the point of view of customers but also from the point service provider’s view also. Continuous innovation is evolutionary process. As soon as innovation stops, service also becomes out of date.
Fig 1 - Innovation Continuous process
From Customer’s perspective
In this era, when customers are empowered and are the central focus for marketing activities, every marketing strategy is designed and implemented keeping in mind customers. Happy and satisfied customer is the mantra for success of any product. Also, customers needs changes constantly, so service providers have to change accordingly otherwise they will be out of market.
Innovation is necessary from customer’s point of view because -
• Same kind of service becomes monotonous -
Human gets bored with monotonocity. To avoid monotonocity service providers has to change their offerings continuously. Take the example of theme parks, if they will provide same kind of environment every time, then customers will not go there again and again but if they continuously improve their service, implement new ideas etc. then customers will go there again and again because
References: • http://www.foreseeresults.com/Press_OnlineBanking_Apr07.html • www.wikipedia.com • www.terena.nl/events/tnc2006/core/getfile.php?file_id=725